What’s the Future for Metaverse Fashion Brands?

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Some say we are already in the metaverse. The Covid-19 pandemic began during a time in a digital universe where we meet Zoom, shop online, and are more concerned with our online social media extensions than the physical world.

Metaverse Creates Its Own World of Opportunity Through Immersive Virtual Reality one where we can work, play and of course shop. The fashion industry is welcoming virtual apparel with luxury fashion brands such as Burberry, Gucci and Balenciaga teaming up with leading video game creators to launch digital collections to i -individual avatars of people in the metaverse.

As the runway is filled with over-the-top and outlandish designs, the Metaverse can be a place where anything can be worn, and people can be as weird and wild as they want to be. . Digital fashion addresses the need for eternal self -expression without harming the environment or creating waste.

Digital fashion is an enduring trend

The age of the influencer has prompted millions to buy outfits to be seen digitally online. Virtual garments can provide that weight without polluting the environment by shipping, returning, and it is possible to dispose of the garment after just a few wears and land in a landfill. Digital fashion is environmentally friendly because it is zero waste and carbon neutral.

Another use case for digital fashion allows consumers to virtually try on clothes in a digital showroom before buying their physical item. The app can significantly reduce the rate of return from online purchases, which currently generates five billion pounds of waste that goes to landfill each year.

Metaverse Fashion Week (MVFW)

Last March, the very first Digital Fashion Week took place at Decentraland, a decentralized virtual social platform based on Ethereum. Brands such as Dolce & Gabbana and Hèrmes Birkin bags have embraced the metaverse by opening digital stores for users to showcase their status. Forever 21 recently launched its collection of wearables for the Metaverse. Estée Lauder’s wearable gave the avatars a golden glow with their “Little Brown Bottle” serum and was a big hit with virtual attendees.

Gucci’s first digital sneaker

In 2021, Gucci released the first digital sneaker the Gucci Virtual 25 to “wear” on social networks or augmented reality (AR) for the average cost of $ 9 to $ 12 a bargain if their physical sneakers sell for over $ 1,000. Like a filter, these shoes can be found in an app where users open access to get photos of themselves wearing them to share online.

Unlike an NFT, these virtual garments do not belong to the buyer through a blockchain certificate of ownership. However, buyers are allowed to access or wear the shoes.

This digital sneaker isn’t Gucci’s first virtual outfit, with previous virtual outfits made for The Sims 4 and Pokémon GO. Gucci is also working to allow shoppers to virtually try on actual sneakers through their branded app.

The NFT hoodie sold for $ 26,000

The world’s first fashion brand NFT, self -proclaimed and prophetically named “Overprice”, sold the most expensive hoodie of all time at auction for $ 26,000. The artists, whose motto is “F*ck your money,” created a physical hoodie with a scannable QR code to show the NFT, its cost, and verification with proof of ownership.

The real value of the garment is in the digital token, essentially the purchase of wearable art. This sky-high hoodie is a prime example of how the decentralized virtual space in the metaverse has disrupted the industry and allowed small, lesser-known fashion brands to compete with the big names in this fair playground. fashion. digital.

High fashion is taking advantage of this popular trend in virtual assets in the metaverse with predictions that a significant percentage of the fashion brand’s revenue will come from digital products over the next five to ten years. Targeted by Generation Z, these young consumers are already supporters of sustainable fashion and have a strong tendency to express themselves through social networks.

In the age of the influencer (some avatars themselves, like Miquela Sousa), people are already showing themselves online, so the transition is relatively small in using digital fashion as a way to prove its influence and status. all over the world.


Anastasiia Ageeva is a PR specialist working in crypto and art projects. Anastasiia has worked in technology, art and digital media for over five years, focusing on business development and strategy.

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Shown photo: Shutterstock/KDdesignphoto/Natalia Siiatovsaia

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